# Fashion Ads On the Rocks CK by Calvin Klein S/S ‘09 By mediterranean | Published 2009-02-15 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/ck-by-calvin-klein-craign-mcdean-ss-09 References: [homotography.blogspot](http://homotography.blogspot.com/2009/02/craig-mcdean-ck-by-calvin-2009-ads.html) & [calvinkleininc](http://www.calvinkleininc.com/) Calvin Klein goes for a 'fashion on the rocks' vibe in the [new Spring/Summer 2009 ad campaign](https://www.trendhunter.com/trends/stylish-fashion-campaigns-marc-jacobs-unveils-its-spring-2025-marcworld-cam) for the CK by Calvin Klein collection. The ads were shot by famed photographer Craig McDean with Anna Jagodzinska and other models. Check out Calvin Klein's overexposed S/S '09 ad campaign, new [banned CK Jeans commercial](https://www.trendhunter.com/trends/mingyu-fall-denim) and more below. **Implications** - Calvin Klein is a brand that manages to remain current and relevant year after year, and a big part of their success is the way that they cultivate and define cool with each of their many [advertising efforts](https://www.trendhunter.com/trends/on-your-own-time). For any company looking to develop a brand image that is equally well defined, they need only look at the utterly stylistic way that Calvin Klein reinvents the concept of cool each year. ## Trend Insights (Trend Hunter) - Score: 2.9/10 - Popularity: 62% | Activity: 16% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Print](https://www.trendhunter.com/print) ## Key Themes ### Key Themes Behind This Trend - **Fashion Reinvention:** Calvin Klein demonstrates the power of reinventing fashion to stay current and relevant. - **Stylistic Advertising:** The way Calvin Klein cultivates and defines cool in their advertising creates a well-defined brand image. - **Yearly Brand Refresh:** Calvin Klein's ability to redefine cool each year provides inspiration for companies to refresh their brand image regularly. ### Where This Applies - **Fashion:** Fashion brands can learn from Calvin Klein's approach to reinventing fashion trends and creating a strong brand image. - **Advertising:** The advertising industry can take inspiration from the stylistic approach of Calvin Klein's campaigns and create memorable brand experiences. - **Branding:** Companies in any industry can look to Calvin Klein as an example of how to refresh and define their brand image. ## Related on Trend Hunter - [K-Pop Star Denim Campaigns](https://www.trendhunter.com/trends/90sinspired-denim-campaign.md) - [Fashion-Forward Shapewear](https://www.trendhunter.com/trends/calvin-klein-shapewear.md) - [Intense Unisex Fragrances](https://www.trendhunter.com/trends/ck-one-essence.md) - [K-Pop-Joined Denim Campaigns](https://www.trendhunter.com/trends/mingyu-fall-denim.md) - [Stylish Fashion Campaigns](https://www.trendhunter.com/trends/stylish-fashion-campaigns-marc-jacobs-unveils-its-spring-2025-marcworld-cam.md) - [Playful Travel Fashion Campaigns](https://www.trendhunter.com/trends/fossil-made-for-this.md) - [Intimate Fashion Capsules](https://www.trendhunter.com/trends/velvet-heat.md) - [Easy-Wearing Fragrance Mists](https://www.trendhunter.com/trends/calvin-klein-hair-body-perfume-mists.md) - [Sporty Fashion Spring Campaigns](https://www.trendhunter.com/trends/1000-back.md)